advertising strategy is actually persuasion. In the wave of market economy, the biggest city and the biggest resource are not only the traditional territorial boundaries, but also become the hearts of consumers in a certain sense. Only by allowing consumers to buy involuntarily and listen to persuasion can businesses achieve economies of scale, maximize profits and establish a financial kingdom beyond the world. The struggle for rights in the world has changed from the brutal and straightforward militaristic war in the past, and adopted a strategy of attacking the heart first.

In this world of layers of norms and laws, the call for equality and freedom of human rights makes the oligarchs no longer dare to attack the city and plunder the land blatantly, but only under the calm business sea. With the popularization of knowledge and the circulation of information, people have a broader vision and a wider range of choices. People will no longer blindly listen to dogma and strong indoctrination, their tastes become very sharp and refined, and their minds become more unpredictable and unpredictable. Therefore, a correct grasp of consumers' psychology will become a decisive weapon to win the commercial war. McDonald's, as a giant in the catering industry in today's world, can achieve universal success on a global scale, in which the role of advertising can not be ignored and is absolutely indispensable. McDonald's advertising is quite successful. Therefore, the communication concept and persuasion strategy of McDonald's advertising have great reference value for China advertising industry. Here is a simple analysis of McDonald's advertising persuasion strategy.

according to the observation of several McDonald's commercials, we can find some characteristics and a rule of * * *.

several characteristics:

1. Brand promotion replaces commodity promotion: McDonald's advertisements abroad rarely introduce its products directly, but more strengthen its brand "M", which is probably due to the mature and independent psychology of foreign consumers. On the one hand, domestic advertisements focus on strengthening the "M" logo, on the other hand, they will also add direct recommendations to the products. This is because the domestic brand of McDonald's is still relatively unfamiliar, and people's consumption psychology is not very mature, so it is easy to convince directly and convincingly.

2. Pay attention to the cultural connotation of brand building: McDonald's food has a low nutritional value, and its products are relatively simple, but it avoids the importance in advertising, making McDonald's have American culture and become synonymous with the healthy and progressive young generation. For example, it sings in the lyrics of the advertisement: More delicious food, more happiness is in McDonald's. When people think of McDonald's, they think of youth, happiness, health, vigor and childlike innocence, and they spare no effort in rendering this aspect of culture.

3. Alternative modeling with pictures instead of sounds: McDonald's advertisements rarely use human voices to directly explain and introduce. The strategy of "told even more in silence than they had told in sound" is used more. For example, in one of the advertisements, a baby sitting in a cradle faces a window, and the opposite of the window is a McDonald's logo "M". When he sees the "M" in the cradle, he will laugh, but when he doesn't see the "M", he will cry. The whole picture has no explanation, but it conveys the happy culture of McDonald's in a childish and humorous way.

One rule:

The * * communication rule of McDonald's advertising is to use the strategy of taking softness as strength and weakness as strength. As a mature restaurant giant, he does not boast vigorously and forcefully to strengthen the brand, but gently rubs into people's cherished feelings, mixes with unique but not paranoid American culture, and silently shows his own connotation. His substitution of "weak" propaganda for "strong" propaganda has reduced consumers' resistance, and unconsciously accepted "M" and produced a good impression.

In the case, the McDonald's "Baby" advertisement, which won the Golden Lion Award in Cannes, France in 1996, was adopted.

In this TV advertisement, a baby lying in a cradle is crying and laughing. When the cradle is up and close to the window, the baby smiles happily; And when the cradle comes down, it cries. This simple process has been repeated many times. What's going on? At the end of the advertisement, when the camera was pointed out of the window from the baby's point of view, it suddenly dawned on everyone that the baby was laughing because he saw the yellow McDonald's Double Arch outside the window, but crying because he couldn't see it. This advertising idea is extremely simple, but the plot is full of inherent drama.